90 | ARCHITECTURE CPRW Group T T Richard Loader Customer feedback drives new look The redesign has enabled a better customer flow within what feels like a larger space. Thoughtfully designed by leading Auckland architecture and design practice CPRW, Air New Zealand’s new and improved Premium Check-In at Auckland International Airport is the result of listening to customer feedback and designing to deliver an improved experience for all users, says CPRW director David Morgan. “It’s a living, breathing, physical manifestation of the airline’s ongoing commitment to improving customer experiences,” he says. “The objective for the new space was to deliver a more seamless, enhanced premium travel experience for customers within an environment that expresses the unique diversity, vibrancy, and personality of New Zealand. The redesigned space has been transformed, providing a multi-sensory experience supported by the introduction of a variety of supraliminal and subliminal design cues, as well as a more efficient customer flow.” The redesign has enabled a better customer flow within what feels like a larger space, as well as the introduction of new materials and finishes which, where possible, have been sourced locally and serve to enhance the overall narrative. CPRW was involved in all phases of the project, working alongside Air New Zealand and the wider project team from inception and conception to completion. CPRW’s VR platform VRTUE (Virtual Reality Touchstone for User Experiences) was employed for a range of different stakeholders up to CEO/senior executive level to experience various iterations of the space virtually, and then provide feedback. “That proved invaluable in the early planning and concept development phases,” says David. “This ‘live’ evolution enabled different planning scenarios to be tested, and was especially beneficial when looking at making improvements to customer flow within the reimagined check-in.” Flight is the overarching narrative in the reimagined environment, whether that be birds in flight, or humans about to take flight aboard an Air New Zealand jetliner. Conveying the notion of flight and the movement inherent with travel, the flight-path wall is an abstract interpretation of a bird’s wings in flight, helping to guide customers through the check-in stage of their journey. The pattern is revealed in a series of sculpted timber fins, winding their way through part of the check-in space and blending into a 12m-long LED wall. This LED wall was envisaged as an interchangeable digital canvas for brand content, or as a showcase for local artists through commissioned installations, the first of which is a truly captivating and calming immersive digital art experience. A large section of the flight-path wall forms a third and final layer over a string curtain (reminiscent of fibres in a bird’s nest) and 19m-long by full-height illuminated membrane wall. The membrane wall provides a uniform ambient light source within the tier 1 space. One of the prime objectives for the project, was to deliver a more seamless and efficient check-in process, supported in a large part, by the physical check-in environment, David says. “The more that can be done to expedite a customer’s check-in experience that enables them to transition airside and perhaps enjoy some shopping and/or lounge time before take-off, the better. “Tier 1 customers are offered the choice of personalised service via enclaves with concierge-style desks, where they can sit and speak with customer service agents. Alternatively, for those who prefer a bit of DIY, self-service kiosks and updated bag- drop technology ensure an efficient check-in. Overall, it’s a more positive experience.” DISCOVER THE MMI DIFFERENCE. We create superior cabinetry for the commercial, residential, hospitality and retail industries. www.mmishopfit.co.nz 09 443 8027 alex@mmi.net.nz Thank you, It’s appreciated by the farmers that grow our wool. It’s appreciated by the 300 kiwis that work in the factories that process it, from scouring to the weaving. It’s appreciated by us all that you support the economy and the environment by selecting a New Zealand made wool upholstery fabric for your projects. Thank you CPRW for being an integral part of our story. Maxwell Rodgers Fabrics To see our wool story come for a visit at: www.maxwellrodgers.com
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